While analytics is an old idea, it has a new significance in public relations. In the past 15 years, we’ve evolved from rudimentary clip books to building databases detailing media that we generate. We now have the data to really play in the world of ROI measurement.

In the last 15 years, we have evolved from making clip books with scissors and tape to building datasets about the quality and quantity of tour media placements. We now have the data to make an impact in the world of ROI measurement.

The PR Moment Analytics Conference, held at Ketchum Pleon’s London offices on March 22, was the first conference where the topic of analytics was the feature of an industry event. Jessica, our up-and-coming account executive, stopped by my office when I returned to learn about new developments in PR measurement.

“All of this information is interesting. But what can you do with analytics?” she asked.

The short answer: a lot. I gave her the following examples that we heard about at the conference:

The Leukemia and Lymphoma Society isolated the effects on volunteer fundraising from various channels (such as radio advertising, direct mail, point-of-sale promotions) and online earned media. They found that they would raise more money for cancer research if they shifted more money toward online earned media and point-of-sale.

A manufacturer of a healthy frozen food entrée learned that Twitter activity drove potential consumers to their website, and those visits, in turn, drive sales.

A global chemical company determined how different messages and communication channels affect their reputation. They also identified the facts and information that are most important to encouraging influential citizens to speak more positively on their behalf.

The Anti-Defamation League is seeking the best way to effectively battle hate around the world as it reaches its centennial anniversary. For example, should it focus its communications on general civil liberties, cyber-bullying, religious freedoms or law enforcement training? It is possible to answer these daunting and important questions using analytics — not to necessarily re-shape their message or mission, but to ensure its relevance to donors as well as to raise awareness of these important issues among the general public.

“These are substantial examples,” Jessica said. “What would it take for me to become a PR research and measurement practitioner?”

Good question. Next month, we’ll address the skills that measurement pros and PR practitioners need today as well as discuss an exciting event coming up at the PRSA 2012 International Conference this October in San Francisco that will help develop those abilities.

This article originally appeared in the May 2012 issue of Public Relations Tactics.

David B. Rockland, Ph.D. is partner/CEO and managing director for the research and change communications businesses at Ketchum. He has held leadership positions in corporate communications and research throughout his career, with extensive global experience in both fields